Motivational, emotional and memorable dimensions of non-Muslim tourists' halal food experiences

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Sthapit , E , Björk , P & Piramanayagam , S 2021 , ' Motivational, emotional and memorable dimensions of non-Muslim tourists' halal food experiences ' , Journal of Islamic Marketing . https://doi.org/10.1108/JIMA-02-2021-0047

Title: Motivational, emotional and memorable dimensions of non-Muslim tourists' halal food experiences
Author: Sthapit, Erose; Björk, Peter; Piramanayagam, Senthilkumaran
Contributor: Hanken School of Economics, Marketing, Vaasa
Belongs to series: Journal of Islamic Marketing
ISSN: 1759-0833
Abstract: Purpose: This study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday. Design/methodology/approach: Data were collected using the authors’ personal networks and Amazon Mechanical Turk (MTurk) using a questionnaire. An email containing a link to the questionnaire was sent to the authors’ personal networks and posted on MTurk in January 2021. Findings: Of the 311 non-Muslim respondents, more than half considered themselves as food neophiliacs and considered halal food experiences as imperative whilst travelling. However, tasting halal food was not a major travel motivation. Novelty and taste were the two main motivations for tasting halal food whilst at a tourism destination. Emotions elicited by halal food experiences focussed on “joy” and “love”. The proposed conceptual framework for memorable halal food experiences comprises several dimensions: taste, spending time with family and friends, novelty, quality and safety, hospitality, ambience (setting/servicescape) and experiencing others’ culture through food. Originality/value: This is one of the first studies to explore non-Muslim tourists’ motives, emotions and memorable dimensions of halal food experiences.
Date: 2021-08-09
Subject: 512 Business and Management
halal food
non-Muslim tourist
motivation
emotion
memorability
KOTA2021?
PREM2021_extra
2 - Hybrid open access publication channel
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/464488
1- Minst en av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
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